+ El’Am Bou Massoud
A Nostalgic Brand Built on Heritage, Humor, and a Whole Lot of Pomegranate
#BrandCreation #F&BBranding #CreativeDirection #ExperienceBranding #lebanon
When I say I built this brand from scratch, I mean I went all in.
Strategy? Done. Identity? Designed. Team? Directed.
Execution? On the ground, in Beirut, sweating over street signs and final flourishes.
El’Am Bou Massoud is more than a Lebanese food concept.
It’s a full-bodied tribute to a national culinary archetype — a fictional yet familiar man with a red fez, a round belly, and a kitchen full of wisdom.
My job? Bring him to life in every touchpoint.
Where It Started?
I was approached to build the brand from nothing but a name — no story, no assets, no logo, just an idea:
“Let’s create a Lebanese brand that feels like home — but also like a personality you’ll never forget.”
So we created Bou Massoud — a character, a culture, and a culinary legend all in one.
But first, we needed strategy.
Not just flavor. Foundation.
The Strategy
We started with a big question:
“How do you preserve Lebanese culinary heritage in a way that doesn’t feel like a museum?”
The answer?
You personify it.
Bou Massoud became the north star — an emotional icon inspired by every wise uncle, village chef, and charismatic food elder you’ve ever met.
We defined:
A brand purpose rooted in cultural preservation and accessible authenticity
A voice system that combined warmth, wit, and unshakable Lebanese pride
A set of values that made generosity, quality, and nostalgia non-negotiable
A vision that felt like walking into a kitchen in a Lebanese village after 20 years abroad
The Identity
Once the strategy was clear, I moved into creative direction — leading the team through design, language, and every small detail that made Bou Massoud real.
The face: A bold illustrated portrait of Bou Massoud — fez, mustache, big smile, and all.
The colors: Deep burgundy (pomegranate), pistachio green, brick, moka brown — all pulled from the ingredients and textures of Lebanese life.
The typography: Elegant with personality, traditional with modern polish.
The sub-brands: We created a modular system to accommodate every offering:
Bou Massoud the Bakery
Bou Massoud the Butcher
Bou Massoud the Shawarma
Bou Massoud the Fawal
…each with its own sub-logo and graphic language, still united under the master brand.
Execution in Beirut
This wasn’t remote.
I flew to Beirut, walked the streets, visited the vendors, and made sure that what we built in brand decks actually lived in signage, packaging, interior cues, and culture.
From uniforms to menus, coffee cups to signage, even how the waiters talk — everything speaks Bou Massoud.
I oversaw:
Launch rollouts
Staff training on brand behavior
Real-world deployment of every visual and verbal element
Environmental branding that blends nostalgia and newness
The Impact
El’Am Bou Massoud launched with massive buzz and instant emotional connection
Lebanese locals and expats alike embraced the brand as “our story”
The character-driven approach stood out in a market of soulless aesthetics
It became a living tribute to culinary pride, not just a restaurant brand
Why It Matters?
Because this wasn’t just a branding project.
It was a cultural revival, hidden inside a food concept.
It’s proof that when you build a brand with heart, history, and discipline — people don’t just eat the food.
They join the story.
+ Need Brutal Clarity?
If you’re looking for someone to decorate your deck with jargon, I’m not your guy.
But if you want clarity, structure, and sparks — let’s go.
© Hamza Najjar 2025